As might be expected during an event on social media, there was an active stream on Twitter, which you can review with the #SM4SG hashtag. Below are some highlights:

Mentioned several times this week and also by Danielle Brigida who recently spoke at the NYC 501 Tech Club, social media involves a lot of trial and error and experimentation. Often you will have to try different tactics before you find what will work best with your audience. Don’t be afraid to fail.

Engagement = stimulating a conversation and encouraging constituents to take action on issues.

Your social media policy should be a fluid, living document that is reviewed with staff and updated regularly, not in a book that is stored on a shelf.

On Twitter, in addition to sharing ideas from others you find worthwhile, make sure to include your own ideas too – the best Twitter streams have a mix of links, no links and original content. See this example of a Twitter engagement formula.

If your management is still uncertain whether social media is worth the effort, show what your competitors are doing online to engage and build their constituent base.

Social media is sexy, but don’t forget the online basics: make sure your website and email marketing program is in place. Social media works best when part of an overall communications strategy that includes any way you connect with your constituents, whether online or offline. Focus not only on your organization’s programs, but on the issues which your organization (and constituents) is most focused on.

Thanks to the Foundation Center’s Vanessa Schnaidt for moderating the discussion and to social media guru Jereme Bivins (who manages the Foundation Center’s Twitter stream) for planning this event.